Brand media strategy :
Young, Antony, 1964-.
Brand media strategy : integrated communications planning in the digital era / Antony Young. - Second edition. - New York, NY : Palgrave Macmillan, 2014. - xii, 242 p : ill ; 25 cm.
Includes bibliographical references and index.
Google and Facebook -- The new media playbook -- A shift from media planning to communications planning -- Focusing on outcomes, not outputs -- Insight over analysis -- 1 + 1 = 3 -- Conducting the orchestra : making integration real -- Unlocking moments of receptivity -- Deliver more relevant communications -- Touch point selection -- Getting social -- Execution is the X-factor -- Measurement and metrics-- Big data and analytics.
9781137279569 (alk. paper)
2014001649
Branding (Marketing).
Internet marketing.
Social media.
HF5415.1255 / .Y68
658.8/27
Brand media strategy : integrated communications planning in the digital era / Antony Young. - Second edition. - New York, NY : Palgrave Macmillan, 2014. - xii, 242 p : ill ; 25 cm.
Includes bibliographical references and index.
Google and Facebook -- The new media playbook -- A shift from media planning to communications planning -- Focusing on outcomes, not outputs -- Insight over analysis -- 1 + 1 = 3 -- Conducting the orchestra : making integration real -- Unlocking moments of receptivity -- Deliver more relevant communications -- Touch point selection -- Getting social -- Execution is the X-factor -- Measurement and metrics-- Big data and analytics.
9781137279569 (alk. paper)
2014001649
Branding (Marketing).
Internet marketing.
Social media.
HF5415.1255 / .Y68
658.8/27